Wednesday, September 30, 2020

Minor Food adjusts strategy to boost revenue in second half

Jul 31. 2020
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By The Nation

The Minor Food Group on Friday (July 31) unveiled its strategy to boost revenue in the second half of this year, which includes improving delivery services, launching new products, building kiosks for grab-and-go services, as well as developing a “cloud kitchen” or central kitchen to control cost and ensure freshness.

Meanwhile, 95 per cent of Minor Food restaurants in Thailand have reopened with all hygiene and safety measures in place.

Dillip Rajakarier, group CEO of Minor International (MINT) and acting CEO of Minor Food, said Minor Food is one of the largest restaurant companies in Asia with well-known brands like The Pizza Company, Swensen's, Sizzler, The Coffee Club, Dairy Queen, Burger King and Bonchon under its belt. In total, Minor Food has more than 2,200 eateries in 26 countries, with 1,490 in Thailand alone.

In response to the “new normal” brought on by the Covid-19 outbreak, Minor Food has adjusted its organisational set up to focus on food delivery and takeaway services.

Though many restaurant brands are doing better after reopening than they did before the outbreak, the company continues focusing on driving sales across all its channels.

Prapat Siangjan, deputy chief operating officer for Minor Food, said the firm has improved its readiness for operations in the second half with the following:

• Upgraded delivery service: Minor Food will maintain its position as a top online food-ordering platform by upgrading the system to meet demands under the new normal, like allowing consumers to include a larger variety in a single order. In the second quarter of this year, the company has seen its delivery sales rise three times compared to all of last year.

• Developing new menus, innovative products: The company will use effective marketing channels and create new marketing campaigns to attract customers.

• Kiosk shops: These grab-and-go outlets will be located close to customers, such as office buildings and Skytrain stations. An example of such a shop is Sizzler To Go. The company is also encouraging stores to start providing grab-and-go services.

• “Cloud kitchen” or a new central kitchen: This concept will allow customers to have their food delivered faster and fresher within a 3-kilometre range. This will also allow diners to include food from different brands under the Minor Food banner.

Minor Food has also set up the “Business Beyond Covid” project, under which staff are being trained to always prioritise safety and hygiene when serving consumers.

It has also launched other food security campaigns such as “Zero Touch Delivery”, “Safety Seal” and “Easy Pick Up” and has ensured that all cleaning equipment and sanitising gel comes from ECOLAB and Diversey. These products are specifically designed for the food service industry, food processing, hospitality and health care, Prapat said.

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